Best Practices for Graphic Designers Color Works Best Practices for Graphic Designers Color Works An Essential Guide to Understanding and Applying Color Design Principles Eddie Opara John Cantwell Contents Foreword 006 Chapter 04 Production & Information Chromatophobia by Michael Bierut Preface 008 4.0 Overview 093 Speaking the Language of Color 4.1 Eye on Print: Simon Esterson 094 by Eddie Opara 4.2 Living Print: Gael Towey 100 4.3 Pantone: Systems of Color 106 Chapter 01 Context 4.4 Infographics and Color: Jacques Bertin 114 4.5 Wayfinding and Color: Cartlidge Levene 122 1.0 Overview 011 1.1 Black and White: 012 Hjalti Karlsson and Jan Wilker Chapter 05 Clients & The Subjective 1.2 Color and Space: Morag Myerscough 016 1.3 Craftsmanship of Color: 022 5.0 Overview 129 The Dutch Guilder 5.1 Tiffany & Co.: Paula Scher 130 1.4 Concept and Color: Tony Brook 028 5.2 Changing Big Blue: IBM 134 1.5 Color and Tradition: Lufthansa 034 5.3 Color and Flexible Form: Swisscom 140 5.4 Breaking from the Pack: Mohawk Paper 146 5.5 The Color Subjective: Stefan Sagmeister 150 Chapter 02 Awareness 2.0 Overview 041 Chapter 06 The Foundation 2.1 Color in Branding 1: Brian Collins 042 2.2 Color in Branding 2: Michael Rock 048 6.0 Overview 157 2.3 Branding Large Events with Color: 054 6.1 The Art of Seeing: Perceptions of Color 158 The 1972 and 2012 Olympics 6.2 The Cultural Significance of Color 162 2.4 A City’s Colors: Willy Wong 062 6.3 Wheel of Fortune and Color Systems 168 2.5 Saving Lives with Color: 068 6.4 Chroma and the Chromatics 174 Deborah Adler 6.5 Relativity and Reactivity of Color 180 6.6 Dimension in Color 184 Chapter 03 The Digital Color Lexicon 188 3.0 Overview 075 About the Authors 192 3.1 The Future of Color: Adobe Kuler 076 Contributors 192 3.2 Color in Motion: Matt Pyke 082 3.3 The Color of the News: Kojo Boateng 086 How to use this book Each chapter has its own icon which is used to cross-reference other related parts of the book. Chapter Icon Foreword Chapter 04 4.3 Section Number Chapter 01 Chapter 05 Chapter 02 Chapter 06 Chapter 03 Color Lexicon Chapter 01 Chapter 02 Context Awareness Chapter 04 Production & Information Chapter 03 The Digital Chapter 05 Clients & The Subjective Chapter 06 The Foundation 6 Color Works Foreword Chromatophobia by Michael Bierut The first step, they say, is admitting you have a problem. A long time ago, when I used to do a lot of freelancing, I got a call from a friend of mine who had just gotten a job at a well-known cosmetics company. She had an assignment for me. Her company was famous for using a color wheel—a specially printed diagram with dozens of colors arranged in con- 6.3 centric circles—at their department store counters. The time had come, as it did periodically, to update the colors. Various experts had been consulted, all the requested changes had been tabulated, and all that remained was for someone to designate specifications for the colors that were changing. This task was seen as more or less clerical, and kind of a pain in the ass. “We know exactly what we want,” my friend told me, “but no one here has time to do it.” She asked if I would do it, and said they would pay me $2,500. Now, this sort of thing didn’t exactly seem like graphic design to me—there was no typography involved, for one thing—but $2,500 was a stupendous amount of money for me at the time, probably the most I had ever been offered for a single project. I said yes. I was told I could buy whatever supplies I needed, so I bought every color-specification guide I could find, even splurg- ing on exotic imports from Germany and Japan. Finally, one day after work, 6.2 I sat down at our kitchen table, with my pages of notes on the revisions on one side, my multiple specification guides on the other, and the color wheel in the middle. We even happened to own a matte-black Richard Sapper– designed Artemide Tizio lamp, which coincidentally was the exact model that was used at the cosmetics counters at which the color wheel would be displayed. I trained it on the task at hand and got down to work. Or, at least I tried to work. Instead, I found myself staring helplessly at the mess before me, clueless as to how to begin. There were just so many chips, 4.3 so many samples, so many ambiguous notes from the client: This color was supposed to “pop” more, this one was supposed to be “warmer but more neutral,” and so forth. It was overwhelming. And in the middle of it all sat the color wheel. For the first time I wondered, what was it really for? How did it help women choose and apply their makeup? Why were so many colors necessary? How could anyone tell that colors looked out of date? Did these colors really look the same to other people as they did to me? And how did 6.1/6.2 they look to me, anyway? I sat for hours, disconsolately shuffling color chips around, getting more and more confused and despondent. Finally, my wife, Dorothy, who had been trying to ignore my heaving sighs, came over. “Can you tell me again what this is all about?” she asked. Dorothy is not a designer and has never taken a single class in art or design, so I explained carefully. To my surprise, she responded with enthusiasm: Yes, of course she knew this particular color wheel, everyone she knew did, in fact she herself thought that it was out of date, and had thought so for some time. I was amazed. Really? She nodded. “Now, what exactly are you supposed to be doing?” I showed her the partic- ulars of my assignment, and by way of example indicated an especially vexing Pâle Yellow Gräulich instruction from the client: “They say they want this one to be more like a soft . .” (I had to refer to my notes at this point) “. celadon.” I had looked up celadon in the dictionary (“a pale yellow-grayish green”) but it wasn’t much help. Yellow, and gray, and green! Really? I showed Dorothy the chips I was considering and she snorted in derision. “You think those are celadon? Let me see what else you have.” She leaned over my shoulder and picked out a few options. “These look nice,” she said. She was right. They did look nice. She asked if she could sit down and pick out some more. And some more after that. It was fun for her, and she was good at it. Eventually she designed the whole wheel, and for the next five years or so, women at cosmetics counters across America chose their makeup based on colors that my wife, Dorothy, picked out at our dining room table. That is when I began to realize that I had a case of chromatophobia, fear of color. From my earliest days as a designer I loved black and white. Such Lexicon authority, such decisiveness. To this day, any collection of my favorite per- sonal projects—posters, book covers, identities—marks me as a follower of Henry Ford, another enthusiast for wheels who famously told buyers of his Model T that they could have whatever color they wanted as long as it was black. Every now and then I dip my toe in the vast rainbow-hued sea. It usually comes up with no more than a little bit of red and an even littler bit of yellow. 5.4 I admire people who can use color with authority. To me, they seem to be able to swim like fishes. They say any fear can be surmounted, and I hope one day to begin to conquer mine. Until then, it’s back to the comfort of my nice, dry towel, well away from the water’s edge—suitably striped, of course, in my two favorite colors: black and white. 1.1 8 Color Works Preface Speaking the Language of Color by Eddie Opara Color is an inherent component of graphic design. It represents character, mood, ability, and resonance. Whether we like it or not, most graphic design- ers need a better understanding of how to observe, use, and speak about color for ourselves and with our clients. Our introduction to color starts at an early age. As children we have color preconceptions before we are taught to objectify how things work. John Berger, the author of The Art of Seeing, notes, “The way we see things is affected by what we know or what we believe.” What we are affected by at different stages in our lives counts a great deal, and color is no different. Color will skew our perceptions and permeate our psyche. We all have our hang-ups and favorite colors, but how does that affect our working style? How do we communicate with color? Interpretation of color widens every waking minute with a vast range of mediums and devices to choose from. The calibration of color spanning across technologies is a complex balance 4.3 of skill and luck. Color is a language that we desperately need to master, but we need easier methods for it to become more relevant to today’s designers’ needs.